Now you can swap clothes via Instagram

Introducing ShareWear, a new sustainable fashion initiative from Sweden

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By Amy de Klerk

1 February 2016

Getty Images

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Clothes swapping via Instagram? 'Shwopping' and social media combine with ShareWear: a new Swedish fashion initiative that allows users to share clothing with one another via social media networks. As well as sharing clothes you already own, a ready-to-wear collection has been designed by Sweden's foremost fashion designers, which can be borrowed and worn for free.

"Each year millions of tonnes of textiles are thrown away in Sweden and other countries around the world, even though almost all of it could be recycled, donated or repurposed," said Sofia Kinberg, the global marketing director at Visit Sweden. "The ShareWear collection aims to raise awareness in the industry of this issue, while also offering an alternative solution."

The concept is fairly straightforward. The entire collection is uploaded onto Instagram, where the first user to comment on the photo of an item is eligible to borrow it for a week. The user then forwards it on by uploading another image and the first user to comment on this borrows the item for the next week, and so on.

All items can be browsed in a digital showroom on the site and users can also share their own clothes simply by using the hashtag #sharewear.

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The ShareWear initiative has already reached the UK, with two ambassadors starting the movement in London. If you want to find out more about the clothes-sharing programme, visit ShareWear.se or the Instagram page and start sharing your wardrobe with the world.

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